Social marketing in corporate education

The integration of pedagogy and marketing tools for human development in organizations

Authors

DOI:

https://doi.org/10.12795/IROCAMM.2026.v09.i01.06

Keywords:

Corporate education, Human development, Social marketing

Abstract

In the context of social marketing evolution and its application in corporate environments, this study analyzes the integration between social marketing tools and pedagogical practices in organizational human development. Through bibliographic research, based on contemporary authors in the fields of social marketing, corporate education, and people management, the work examines how this integration can enhance significant transformations in organizations. The results indicate that the convergence between social marketing and corporate education represents a necessary response to contemporary challenges of human development and social responsibility, offering a promising path for organizations seeking to combine operational excellence with positive social impact. As limitations, there is a scarcity of empirical studies validating the effectiveness of this integration in different organizational contexts. The main contribution of the study lies in proposing a theoretical framework that articulates social marketing tools with corporate pedagogical practices, providing foundations for the development of educational programs with greater social impact and organizational sustainability.

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Author Biographies

Ph.D. Siderly de Almeida, State University of Northern Paraná

Ph.D. in Education and Curriculum from the Pontifical Catholic University of São Paulo (2012), Master's in Education from PUCPR (2006). Specialist in Information Management from Fundação de Estudos Sociais do Paraná (1999) and in Distance Education from Faculdade Educacional da Lapa (2009). Holds degrees in Library Science from the Federal University of Paraná (1988), in Pedagogy from Universidade Castelo Branco (2010), in Philosophy from UNINTER (2018), and in Languages from UNINTER (2019).

Conducts research and has experience in Education, with emphasis on educational technologies and media, curriculum, teacher training, education management, elementary education and early childhood education, distance learning, educational research, and scientific communication. Worked at the Curitiba City Hall with Basic Education for 15 years, between 1991 and 2006, during which period she worked with Early Childhood Education and Early Years of Elementary Education. Implemented and coordinated the "Faróis do Saber" (Lighthouses of Knowledge), neighborhood libraries installed in Municipal Schools. Worked at Unicesumar as a professor in the Master's Program in Knowledge Management in Organizations. Coordinated for 6 years the Professional Master's and Doctoral Program in Education and New Technologies at Centro Universitário Internacional Uninter. Currently works as a professor in the Graduate Program in Education - PPEd - at the State University of Northern Paraná and as a mentor professor in the Educational Development Program PDE, in the Learning Environment Management Course, with the School Management Group.

Alvaro Martins Fernandes Junior, State University of Northern Paraná

I hold a Ph.D. in Education with emphasis in Curriculum from PUC-SP, where I was awarded a CNPq scholarship, and a Master's degree in Knowledge Management in Organizations from Centro Universitário Cesumar - Unicesumar, where I conducted research in the Education and Knowledge research line as a CAPES scholarship holder in the modality I - PROSUP. I have postgraduate degrees in Distance Learning and Educational Technologies and in People Management, both from the same institution, as well as a specialization in Marketing from Instituto Paranaense de Ensino-IEP. I hold a bachelor's degree in Social Communication with emphasis in Advertising and also degrees in Philosophy and Pedagogy. I have international experience, having volunteered at AIESEC Blagoevgrad (Bulgaria) in 2010, where I worked as a teacher in the city's municipal schools for two months. In 2011, I was a trainee at Exevo India Ltd., working with market research. My professional experience includes working as a Mediator Tutor at Unicesumar's Distance Education Center, acting as a professor in teaching projects, authoring textbooks, and advising undergraduate and graduate final projects. At Uninter, I worked in the School of Education and the School of Public Management. I also worked in the internationalization department, conducting comparative education projects. I also Co-advised master's and doctoral students in the Graduate Program in Education and New Technologies - PPGENT UNINTER.

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IROCAMM V9N1 (2026)

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Published

01/31/2026

How to Cite

Almeida, S. do C. D. de, & Martins Fernandes Junior, A. (2026). Social marketing in corporate education: The integration of pedagogy and marketing tools for human development in organizations. IROCAMM - International Review Of Communication And Marketing Mix, 9(1), 134–145. https://doi.org/10.12795/IROCAMM.2026.v09.i01.06

Issue

Vol. 9 No. 1 (2026): Photography and advertising

Section

Research Articles

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